Dr Wai Mun Lim

Dr Wai Mun Lim

Associate Professor (Senior Lecturer) in Service Management

Plymouth Business School (Faculty of Arts, Humanities and Business)


Modules Delivered:
Business Strategy & Finance (UG: Stage 4/Level 6)
Managing Service Innovation (UG: Stage 4/Level 6)

Research Methods (UG: Stage 4/Level 6)
Strategic Hospitality Operations (Masters/ Level 7)
E-Strategies (Masters/ Level 7)

Other roles:
Programme Manager BA (Hons) Hospitality, Tourism & Events Management
Programme leader for PhDs


PhD University of Plymouth, UK 
PG Cert. in Learning and Teaching in Higher Education University of Plymouth, UK
M.B.A. Leicester University, UK 
B.A. (Economics & Sociology) National University of Singapore

Professional membership

Fellow of the Higher Education Academy (FHEA)

Fellow of the Confederation of Tourism and Hospitality (FCTH)

Selected papers

Abou-Shouk, M., Lim, W.M., & Megicks, P. (2016) Using competing models to evaluate the role of environmental pressures in e-commerce adoption by SME travel agents in a developing country, Tourism Management, Vol. 52 (1), pp. 327-339

Thornton, C. and Lim, W.M. (2014) Understanding resources in the service industry using service quality models, British Academy of Management proceedings, 9-11 September, Belfast, UK

Lim, W.M. and Liang, R.D. (2014) A framework exploring the importance of student engagement on knowledge (value) co-creation in higher education, EuroCHRIE proceedings, 06-09 October, Dubai, UAE

Liang, R.D. and Lim, W.M. (2014) An analysis of the online organic food purchasing behavours based on the TPB model, EuroCHRIE proceedings, 06-09October, Dubai, UAE

Lim, W.M.,About-Shouk, M. & Megicks, P. (2013) Reviewing the web features of travel agents in Singapore, Tourism Analysis, Vol. 18 (1), pp.91-101

Lim, W.M. and Guttilla, R. (2013) A positive multicultural group working experience: Rhetoric or Reality, EuroCHRIE proceedings, 16-19 October,Freiburg, Germany

Abou-Shouk, M., Lim,W.M. & Megicks, P. (2012) E-Commerce and Small Tourism Businesses in Developing Countries: Drivers versus Boundaries of Adoption, Tourism Planning and Development, doi: 10.1080/21568316.2012.747983

Abou-Shouk, M.,Megicks, P. & W.M. Lim (2012) Perceived benefits and e-commerce adoption bySME travel agents in developing countries: evidence from Egypt, Journal of Hospitality & Tourism Research, doi: 10.1177/1096348012442544

Liu, Z. and Lim, WM (2012) Deal or no deal: Group Purchase Travel, Annual International Conference on Tourism and Hospitality Research Proceedings, 9-10 July, Singapore

Abou-Shouk, M. and Lim, W.M. (2012) A Measurement Model of Travel Agents’Barriers to E-Commerce Adoption, International Conference on Contemporary Business and Management Proceedings, 10-12 December, Bangkok, Thailand

Abou-Shouk, M., W.M.Lim & P. Megicks (2012) Internet adoption by travel agents: a case of Egypt. International Journal of Tourism Research, Vol. 15 (3), pp.298-312

Ng, I., Parry, G., Davies, S.M. & Lim, W.M. (2011) Going with theflow: A systems approach to how an Academic Health Science Centre creates valuethrough collaboration, Advanced Institute of Management Research, Executive Brief

Liang, R. D. &Lim, W.M. (2011) Exploring the online buying behavior of specialty foodshoppers, International Journal of Hospitality Management, 30, pp.855-865

Aggett, M. & Lim, W.M. (2011) Quality Management in Cruise Operations (eds. Vogel M.,Papathanassis A.) (In print)

Lim, W.M. (2011) Web marketing features of UK rural hospitality businesses, Informationand Communication Technologies in Tourism 2011 (eds. Law, R., Fuchs, M andRicci, F..), Springer-Verlag, U.S.A.

Lim. W.M. and Kasturiratne, D. (2010) Consumer perception and preferences for green practices: The case of Sri Lankan hotels, World Research Summit on Hospitality and Tourism Proceedings, 10-13 December, Hong Kong

Lim, W.M. (2010) Factor Analysis of Variables affecting e-Marketing adoption by UK Independent Hotels, , Information and Communication Technologies in Tourism 2010 (eds.Gretzel, U., Law, R and Fuchs, M.),Springer-Verlag, U.S.A. pp.39-50

Abou-Shouk, M.and Lim, W.M. (2010) Egyptian travel agents and e-commerce,  , Information and Communication Technologies in Tourism 2010 (eds.Gretzel, U., Law, R and Fuchs, M.),Springer-Verlag, U.S.A. pp. 357-368

Lim, W.M. (2009) Alternative models providing an insight into the adoption of internet technologies by hoteliers, International Journal of Contemporary Hospitality Management, Vol. 21 (3), pp. 610-618

Lim, W.M. (2009) Competitive pressures influencing hoteliers’ adoption ofinternet technology: An exploratory investigation. EuroCHRIE proceedings, 22-24 October, Helsinki, Finland.

Lim, W.M. (2009) Pricevariation across channels: A case of ex-Southampton port cruises in , ed. Papathanassis A., Cruise Sector Growth: Managing Markets, Human Resources, Process &Systems., GABLER/ Deutsche Universitaetsverlag, Wiesbaden, Germany, pp.155-171

Lim, W.M. & Endean, M. (2009)Elucidating the aesthetic and operational characteristics of UK boutique hotels, International Journal of Contemporary Hospitality Management, Vol. 21 (1), pp. 38-51

Lim, W.M. & Lockwood, C. (2009) Examining the perspectives of business travellers at Regional airports: A case in South West UK, Journal of Hospitality Application & Tourism,  Vol. 7, No. 1, pp.

Lim, W.M. (2008)Regression analysis of internet technologies adoption factors and business performance of UK independent hoteliers, Tourism and Hospitality: Planning and Development, Vol. 5 (3) pp. 233-245

Kyaw, K., Kasturiratne, D. & Lim, W.M. (2008) Customers’ perception of online banking provision: a means to improve profitability in banks?, 22nd Service Conference and Workshop Proceedings, Revised Edition, 5 December.

Lim, W.M. &Hall, M.  (2008) Pricing consistency across direct and indirect distribution channels in South West UK Hotels, Journal of Vacation Marketing, Vol. 14,Issue 3, pp.331-344